Advisory Alpha delivers comprehensive asset management services to our independent advisor partners as well as individual investors and retirement plans. Our philosophy is not to simply provide investment management services, but to provide partnership and counsel. We love what we do. And, we will always strive to improve our solutions and services with the sole goal of adding tremendous value to each and every client. We use the phrase “Don’t hurt me” to describe the attitude and expectation of most investors. Rather than attempting to aggressively achieve extremely high returns at the risk of severe loss, our goal is to strive for consistent, attractive returns. Aside from our investment solutions, we found a significant need to promote effective communication to investors. We continually develop tools designed to help investors gain a strong understanding of our specific investment philosophy and the investment solutions available today. Advisory Alpha’s roots can be traced back more than thirty five years but was established as an SEC Registered Investment Advisory firm in 2011. The firm is privately owned and located in Grand Rapids, MI but serves thousands of clients across the country.